Bounce Rate

Frequently utilized in web traffic analysis, the bounce rate signifies the percentage of single-page visits to a webpage at a given time. It occurs when a user lands on a specific webpage from a source and promptly departs the site without exploring other pages.

The Bounce Rate of a Webpage is calculated as the Total Number of Bounces on a Webpage divided by the Total Number of Entrances on the Same Webpage.

Meanwhile, the Bounce Rate of a Website is determined by dividing the Total Number of Bounces on All Webpages by the Total Number of Entrances on All the Webpages. Bounces refer to the count of single visits to a particular webpage or website, whereas Entrances denote the frequency of visitors entering the webpage or website.

HubSpot has compiled rough benchmarks for bounce rates across various industries, presenting average bounce rates for different types of sites:

Content websites: 40% – 60%

Lead generation websites: 30% – 50%

Blog posts: 70% – 90%

Retail / eCommerce websites: 20% – 40%

Service websites: 10% – 30%

Landing pages: 70% – 90%

Bounce rates prove helpful in various scenarios:

When utilized as a diagnostic reference for the conversion funnel.

When compared over time to discern if internal modifications or external influences have altered behavior.

When benchmarked against relevant industry competitors.

However, there are instances when bounce rates are not particularly beneficial:

When employed in lieu of conversion actions to denote “success.”

When compared against irrelevant “competitors” and other sites.

When not considered over time or in conjunction with traffic sources.